Description: Sentences

Left Side column has more stylistic features.

The heading is the name of the notebook in all caps, bold, and in a higher font size. Underneath is a subtext in a regular font of "Legendary Notebooks"

There is a section of block text underneath the heading that is also in a higher font size and bolded but not in all caps. It is a series of 6 descriptive words separated with commas.

Below the block text is the website for Moleskine with a hypertext of 8 words directing readers to the website.

The footer has a head in a slightly higher font size then the original font and is two words "Quality Control". Following underneath is a paragraph of 5 sentences. The first sentence is written in second person and is simple, the second sentence is imperative, the third is simple, the fourth also is imperative, and the last is also imperative.

•There are are a total number of 16 sentences and 4 paragraphs. The first 3 make up the first paragraph, 5 the second paragraph, 3 for the third, and 5 for the last.
•The first three sentances have 33 used a colon, 54 used a colon, 28, words.
•The next five sentances have 14, 13, 33 used a colon, 32, 23 words.
•The next three have 26, 21, 32 used a colon words.
•The last five have 22 used a hyphen, 20, 20, 27, and 26 words and used two hyphens.

First Paragraph: Declarative sentences.
•1: Complex and loose
•2: Compound and periodic
•3: Compound and periodic

Second Paragraph: Declarative sentences.
•1: Compound and loose
•2: Compound and periodic
•3: Complex and loose
•4: Simple and loose
•5: Compound and periodic

Third Paragraph: Declarative sentences
•1: Compound and loose
•2: Compound and loose
•3: Complex and periodic

Fourth Paragraph: Declarative sentences
•1: Complex and loose
•2: Compound and loose
•3: Compound and periodic
•4: Compound and loose
•5: Complex and periodic

Characterizing the text along stylistic lines:

The diction:

The vast majority of the diction is in the common register, a middle-brow register, slightly elevated with flairs in the use of the French language and uncommon English vocabulary that are modest enough to not disrupt the register long enough to frustrate common register, middle-brow readers and prevent them from reading on. The diction seems to be designed for aspiring avant-garde expatriates who will almost certainly never actually be aspiring avant-garde expatriates (over-analysis here?).

Type of Style: middle, but with a few flights into a moderate level of grand (not Sesame Street, but not Proust, either): “Capturing reality in movement, glimpsing and recording details, inscribing the unique nature of experience on paper: the Moleskine notebook is a battery that stores ideas and feelings, releasing its energy over time.” The use of crescendo and climax.

Quality or mood: a longing for beauty, artistic achievement, and experience, nostalgia for the past, a longing for freedom and adventure.

Method or figure of thought appropriate to the moods expression: the use of sentential—the resonant, proverb-like declaration of an idea as if it were deep wisdom, fundamental truth, or traditional belief.

Diction, figures, and rhythms that appropriate embody the mood: the use of a triptych and iambic rhythmic structure, especially in the attempts at a grand register. The use of vocabulary that the reader probably either wouldn’t know (French), or fairly uncommon English words used in odd ways (lapidary). Is this used in the same way the famous artists are used in the first paragraph: the appeal for the reader to bask in the company of greatness without the possibility of every fully understanding it?

Rhetorical Situation

We have two rhetors involved in the Moleskine insert: the implied rhetors of Moleskine as a company and the actual rhetors of the marketing department or an advertising firm. The discourse is aimed at an intellectual, artistic audience; however, the occasion changes who the actual audience is. The forum is the textualized discourse (i.e. 8-fold insert) aimed at making the consumers feel comfortable and happy with purchase; this epideictic discourse comes after a consumer has already made the purchase. The exigence is that of the rhetor(s) discussing the quality of Moleskine products; the audience(s) wanting to learn more about the products.

Presuppositions that are inferred in this rhetorical situation are positive values placed on art, creativity, imagination, individual personalities, travel, intellect, and Italian workmanship. Also, there are presuppositions that the audience places importance to Vincent van Gogh, Picasso, Hemingway, and Chatwin.

There are a lot of warrants and omitted premises involved in the pamphlet, such as this notebook is valuable because it is "synonymous with culture, imagination, memory, travel, and personal identity" and these are important values for all. Also, the fact that Picasso, van Gogh, Hemingway, and Chatwin used these notebooks, because of the modern presupposition that they were artistic geniuses, means the notebook is of "genius quality." Although there are many, one final omission occurs in the "Quality Control" paragraph, where it states these notebooks are handmade (omission: all handmade notebooks are of highest quality).

Catalog of Figures: Kevin


Virtues of Style: Kevin

Directness: for the most part, the writing is clear with only an occasional attempt flight into high-falutin' language or passes at untranslated French. Verbs and nouns are precise, and the style, for the most part, direct, but for the occasional attempts at a grand style: again, I think this is done to appeal to the reader who aspires to a grand style but doesn't have the ability to actually achieve it, either in reading or writing.

Economy: the writing uses a lot of filler language (e.g. "he puts into the mouth of the owner" instead of "the owner said") and some redundancy (e.g. "heir and successor"). The language is padded, though the sentence structure is not convoluted. Probably the reason for both is for the language to come across as lyrical and appealing to the wanna-be artist or writer.

Vividness: the writing uses concrete words. The primary use of abstraction is in the untranslated French, but again, I think this is done intentionally in order to appeal to the aspiring sophisticated artist or writer, who, if they were actually sophisticated, would be able to read French, but also to accentuate the company's romantic, French heritage. There's not so much of it to distract greatly from the otherwise clear and vivid writing.

Energy: energy is reflected by compact, tight sentence structure, and the writing here tries to compromise between compactness and lyricism but using long sentences that are not convoluted--the phrasing and clause arrangement is straightforward--and by, if not having compact sentences, having compact clauses that make up the sentences, usually consisting of no more than three or four words. The rhythm of the entire piece ranges more towards lyricism than a energetic, staccato structure.

Standard Written English? I suppose if this piece meets this virtue, it depends on what genre of Standard Written English the reader uses as "standard". While the vocabulary of this piece is Standard Written English, if SWE is defined as what is found in textbooks, then grammatically this is not the same. The style is more lyrical. If SWE is allowed to contain more lyrical grammatical structures--called it "SWE - Fictive", then the style in this piece meets this virtue.

The language has already been determined to for the most part be clear and correct; the question involving this virtue is if it is appropriate to the rhetorical situation. To answer that question, the targeted audience needs to be kept in mind, and in my view, that targeted audience is wanna-be writers and artists who have already purchased a Moleskine and want to feel good about their purchase (so they'll buy another in the future, or, like Chatwin, buy all that they can find now), and their wanna-be writer and artist friends who then will be envious of the purchaser for taking one step closer to being a writer or artist than the friends themselves have yet managed. If that is the audience, then the language and style of this piece succeeds admirably. It is written in a lyrical style that is not too lyrical to challenge the perhaps limited abilities of most of the audience, and the flights the style takes away from a style that audience can handle are not too high or two long to be distracting to that audience.

The vocabulary of the piece is somewhat charming and sophisticated, and the grammatical structures go well beyond the hayseed into urbanity. The delving into unusual vocabulary (lapidary, nomadism) lend a feeling of urbanity, and the use of French, the most urbane language, is an attempt to be distinctive.

Catalogue of Figures - Andy

Legendary Notebooks [ethos]

Culture, imagination,
memory, travel,
personal identity. [pathos]

Moleskine® is a brand that identifies a family
of notebooks, diaries, and city guides: flexible
and brilliantly
[pairs/parallels] simple tools for use both in everyday and extraordinary [parallels/antithesis] circumstances, ultimately becoming an integral part of one's personality. [Final clause invokes pathos]

Discover the Moleskine collection, join the story at

Quality Control
You will find your notebook identification number in the back pocket. Keep it safe. Every notebook is handmade and has been carefully checked for quality. If, despite our best efforts, we have overlooked a defect of any kind, please let us know.
Visit and include a digital photo that shows the problem you have found.

The history of the Moleskine notebook

The Moleskine® notebook is the heir and successor [parallel and personification] to the legendary notebook used by artists and thinkers over the past two centuries [sententia]: among them Vincent van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin [ethos/zeugma]. A simple black rectangle with rounded corners, an elastic page-holder, and an internal expandable pocket [metaphor/triad (isocolon)]: a nameless object [aporia] with a spare perfection [what does 'spare perfection' mean?] all its own [personification], produced for over a century by a small French bookbinder that supplied the stationery shops of Paris, where the artistic and literary [pair/parallel] avant-garde of the world browsed and brought [pair as verbs/parallels] them. A trusted and handy [parallels] travel companion [personification], the notebook held invaluable sketches, notes, stories, and ideas that would one day become famous paintings or the pages of beloved books. [Climactic; great artists and thinkers (pair) use this notebook, a notebook with 'spare perfection' handmade in France, and because it held invaluable sketches, etc., famous paintings and pages of beloved books came about. Climax, I would argue. Also, final line is a metonymy.]

The notebook was Bruce Chatwin's favorite, and it was he who called it "moleskine" [odd diction; hyperbaton/periphrasis]. In the mid-1980s, these notebooks became increasingly scarce, and then vanished entirely. In his book The Songlines, Chatwin tells the story of the little black notebook: in 1986, the manufacturer, a small family-owned company in the French city of Tours, went out of business. "Le vrai moleskine n'est plus" are the lapidary words he puts into the mouth of the owner of the stationery shop in Rue de l'Ancienne Comédie where he usually purchased his notebooks. Chatwin set about buying up all the notebooks that he could find before his departure for Australia, but they were still not enough. [pathos]

In 1997, a small Milanese publisher brought the legendary notebook back to life [personification], and selected this name with a literary pedigree to revive an extraordinary tradition. Following in Chatwin's footsteps, Moleskine notebooks have resumed their travels, providing an indispensable complement to the new and portable technology of today. Capturing reality in movement, glimpsing and recording details, inscribing the unique nature of experience on paper [isocolon/asyndeton]: the Moleskine notebook is a battery that stores ideas and feelings, releasing its energy over time [metaphor/analogy].

Today, Moleskine is synonymous with culture, imagination, memory, travel, and personal identity [association] - in both the real world and the virtual world. It is a brand that identifies a family of notebooks, journals, diaries, and innovative city guides, adapted to various functions. With the diverse array of page formats, Moleskine notebooks are partners for the creative and imaginative professions of our time. They represent, around the world, a symbol of contemporary nomadism [odd phrasing/metaphor], closely connected with the digital world through a network of websites, blogs, online groups, and virtual archives. With Moleskine, the age-old gesture of taking notes and doing sketches - typically analogue activities - have found an unexpected forum on the web and in its communities.
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